Roles and Responsibilities of Marketing Functions in an Organization

Hospitality Marketing
Essentials

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Key roles and responsibilities of marketing functions in an organization.............................1
P2 Roles and responsibility of marketing relates to the wider organizational context................3
TASK 2............................................................................................................................................5
P3 Comparison of two organization’s way in which they apply marketing mix to achieve
business objectives.......................................................................................................................5
TASK 3............................................................................................................................................8
P4 Marketing plan for the organization in order to meet marketing objectives..........................8
CONCLUSION................................................................................................................................9
REREFRENCES............................................................................................................................10

INTRODUCTION
Marketing essentials are the set of different type of strategies and policies that are
implemented by the organisations to expand their business. It is very important for the
companies to formulate effective strategies so that business can be promoted effectively and
larger market share can be acquired. If the business entities are not able to analyse market
condition that it may affect their ability to perform business operations. Marketing essential may
help to analyse the way in which all the activities can be executed appropriate and may help to
attain all the predetermined goals of the organisation (Albright, 2014. ). Marketers make
decisions by analysing market situations so that issues can be dealt excellently and their
possibilities can be reduced. Organisation chosen for this report is Travelodge Hotels Limited
which is currently operating its business in UK. This project report covers various topics such as
roles and responsibilities of marketing functions, interrelationship of marketing with other
organizational departments, comparison of 7p’s of marketing within two different organizations
and a detailed marketing plan for the company.
TASK 1
P1 Key roles and responsibilities of marketing functions in an organization
Overview of the organization: Travelodge Hotels Limited is a private organization
which is currently executing its business in Hotels and hospitality industry in UK. It is the
world’s second largest hotel in budget hotel industry and third biggest hotel business entity by
rooms as the hotel is having much number of rooms. Parent company of the Hotel is Endell
Group Holdings and it was founded in 1985 by Peter Gowers. Currently 11000 employees are
working with the hotel and revenues of the hotel are 63.71 GBP. Hotel is operating its business
effectively and successfully (Aschengrau, and Seage, 2013). The organization is mainly
concerned with hospitality activities in which all the services are provided to the general public.
Roles and Responsibilities of marketing functions: Marketing functions are the set of
the works that are the part of marketing activities. It includes all the essential actions that are
required to be taken by the marketing teams of the organizations. It is essential for the marketers
of Travelodge to get knowledge of all the roles and responsibilities of marketing functions
because they may help to attain all the marketing goals including attracting customers, increasing
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sales and profits and awaking customers about the products or services that are sold by the
company. All the roles and responsibilities of marketing functions are as follows:
Market research: Main role of marketing is to conduct a marketing research in which all
the information of market can be attained with the help of current situations. It is very important
for the companies to conduct market research so that roper information can be gathered which
can be used while formulating marketing strategies to market the product or services. Travelodge
is providing hospitality services in UK and it is very important for the organization to get the
information of market with the help of proper market research so that managers make take
appropriate decisions that may result positively for the hotel. An appropriate market research can
help the managers and marketers of Travelodge to be more aware about the market trends so that
they may provide innovative services to their customers (Baker, 2014).
Gathering information of customers: Information of customers can be gathered by
conducting survey or by interacting with them face to face. All such type of information may
help the managers of an organization to be more aware about the needs of the customers and they
may provide them products or services according to their requirements. Travel lodge can gather
information of customers with the help of marketing activities as they are mainly conducted for
this purpose. if the marketers of Travelodge are not able to get exact information of the visitors.
It is responsibility of marketing functions to provide accurate content about individuals needs
and demands so that marketers can provide them those services that are customers are willing to
acquire.
Identifying future risk: Marketing function play a vital role to identify the future risk
that may take place as it is very important for all the organizations to attain long term
sustainability for their business. If a company is not able to identify risk than it may have to face
different problems in future because they do not have any effective ways to deal with the same.
In Travelodge marketers get information of risk with the help of marketing functions it is a tool
that may help to gather appropriate information. Travelodge is a lar organization and it is vital
for the hotel to make effective plan to deal with future consequences (Brooks and Simkin, 2012).
Selling: Another responsibility is to enhance sales for the company who are conducting
marketing functions for their organizations. Marketing help to enhance awareness of customers
so that they may get attracted toward company and buy their product or services that sole by the
organization. Marketing help to increase sales because it helps to create urge in the customers to
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